Designing an Integrated Communication Model of Social Marketing in the Country's Tax Affairs Organization
Subject Areas : Business Management
Seyed akbar
Manjegani
1
(Department of Management, Shahrood Branch, Islamic Azad University, Shahrood, Iran.)
Amir
Ghafourian Shagerdi
2
(Assistant Professor, Faculty of Administrative Sciences, Imamreza International University, Mashhad, Iran.)
Golnar
Shojaei Baghini
3
(Department of Management, Shahrood Branch, Islamic Azad University, Shahrood, Iran.)
Keywords: Social Marketing, Integrated Marketing Communications, State Tax Affairs Administration,
Abstract :
The main goal of this research is to present the integrated social marketing communication model of the country's tax affairs organization. The current research is a qualitative research in terms of practical purpose and in terms of nature and method, using content analysis strategy, which aims to discover and identify variables, their relationships and the quality of social marketing integrated communication issues in the country's tax organization. The statistical population of the research is tax experts, trade unions, and social affairs, who were selected by non-probability and snowball sampling method, a total of 12 people until the theoretical adequacy of the data was reached. The data was collected through semi-structured interviews. In order to obtain the reliability and validity of the data, the method of reviewing and checking the opinion of the participants was used. Interview analysis and coding were also used to analyze the data. The results showed that the criteria of integrated social marketing communication in the country's tax affairs organization include social capital (reduction of tax evasion, social trust, reduction of unemployment rate), social responsibility (economic needs, compliance with laws, business ethics, humanitarian responsibilities), value functional (service quality, service delivery, standards, order in service), promotional marketing mix (public relations, direct marketing, personal selling, non-verbal advertising), people's resources (cooperation, motivation, tolerance) and organization's resources (performance quality, quality technical, communication quality).
Adousi, A., Farhangi, A. A., Hasangholipour, T., & Najafbeigi, R. (2021). Developing a Model for the Impact of Media on the Quality and Variety of Services Regarding Integrated Marketing Communication in Sepah Bank. Journal of Business Management perspctive, 13(3), 845-860. https://doi.org/10.22059/jibm.2021.102144.1299 (In Persian)
Alwi, S. F. S., Balmer, J. M., Stoian, M. C., & Kitchen, P. J. (2022). Introducing integrated hybrid communication: the nexus linking marketing communication and corporate communication. Qualitative Market Research: An International Journal.
Amirshahi, M., Yazdani, H., & Khan Mohammadi, M. (2011). Investigating the status of integrated marketing communications and its effective and affected factors (case study: Bank Mellat). Business Management Perspectives, 13(11), 55-72. (In Persian)
Anghelescu, H. G., Lukenbill, J., Lukenbill, W. B., & Owens, I. (2009). Acceptance of social marketing concepts by selected Romanian librarians: Culture and context. In Advances in Library Administration and Organization, 27, 123-150.
Asgari, H., Roozitalab, A., & Mansouri, A. (2021). Behavioral Analysis of Willingness to Pay Taxes (A Case Study of Semnan Industrial Town). J Tax Res., 29(49), 7-32. (In Persian)
Bashokouh, M., & Shekasteband, M. (2012). The Effect of Components of Integrated Marketing Communications on Brand Strength in Banking Industry. Journal of Business Management perspctive, 4(3), 21-42. https://doi.org/10.22059/jibm.2012.28566 (In Persian)
Batra, R., & Keller, K. L. (2016). Integrating marketing communications: New findings, new lessons, and new ideas. Journal of Marketing, 80(60), 122-145.
Beall, T., Wayman, J., D'Agostino, H., Liang, A., & Perellis, C. (2012). Social marketing at a critical turning point. Journal of Social Marketing.
Choi, S., & Powers, T. (2023). Timeless principles of social marketing communication: a comparison of the Spanish flu and COVID-19 pandemic communication in South Korea. Journal of Social Marketing, 13(1), 82-99.
Correa, E. A. J., Palacio-López, S. M., Sánchez-Torres, J. A., Martínez, L. F. G., Zapata, J. P. A., Fernández, Y. L. H., & Lopera, C. P. (2021). Effectiveness of social responsibility marketing in young millennials-Generation Y: analysis of three cases for brand positioning. Heliyon, 7(10).
Creswell, J. W. (2005). Educational Research: Planning, Conducting, and Evaluating Quantitative and Qualitative Research (2 ed.).
Degenaar, A., Fourie, L. M., & Holtzhausen, L. (2022). A Strategic Integrated Communication Framework for Child Protection Organizations in South Africa. International Journal of Strategic Communication, 16(5), 700-721.
Golob, U., Podnar, K., Elving, W. J., Ellerup Nielsen, A., Thomsen, C., & Schultz, F. (2013). CSR communication: quo vadis? Corporate Communications, 18(2), 176-192.
Gordon, R., McDermott, L., & Hastings, G. (2008). Critical issues in social marketing. The Routledge companion to nonprofit marketing, 333- 346.
Graneheim, U. H., & Lundman, B. (2004). Qualitative content analysis.in nursing research: concepts, rocedures and measures to achieve trustworthiness. Nurse Educ Today, 24(2), 98-105.
Hsieh, H. F., & Shannon, S. E. (2005). Three approaches to qualitative content analysis. Qualitative health research, 15(9), 1277-1288.
Izadparast, L., Esmaeili, M., & Manouchehri, J. (2019). The role of integrated marketing communications (IMC) in consumer buying behavior in sports books in Iran. Applied Research in Sport Management, 7(4), 11-20. https://doi.org/10.30473/arsm.2019.43284.2832 (In Persian)
Kashanipour, M., & Ghorbani, R. (2022). The Effect of Business Strategy on the Relationship Between Companies’ Social Responsibility and Value in Order to Increase Social Capital. Social Capital Management, 9(2), 155-186. https://doi.org/10.22059/jscm.2021.324814.2226
Kemper, J. A., & Ballantine, P. W. (2017). Socio-technical transitions and institutional change: addressing obesity through macro-social marketing. Journal of Macromarketing, 37(4), 381-392.
Kennedy, A. M. (2016). Macro-social marketing. Journal of Macromarketing, 36(3), 354-365.
Key, T. M. (2017). Upstream social marketing strategy: An integrated marketing communications approach. Business Horizons Journal, 60(3), 325-333.
Key, T. M., & Czaplewski, A. J. (2017). Upstream social marketing strategy: An integrated marketing communications approach. Business Horizons Journal, 60(3), 325-333.
Kim, S., & Ferguson, M. T. (2014). Public expectations of CSR communication: What and how to communicate CSR. Public Relations Journal, 8(3), 1-22.
Kitchen, P. J. (2016). Is IMC “Marketing Oriented”?. In Rediscovering the Essentiality of Marketing: Proceedings of the 2015 Academy of Marketing Science (AMS) World Marketing Congress. Springer International Publishing.
Kliatchko, J. (2005). Towards a new definition of integrated marketing communications (IMC). International Journal of Advertising, 24(1), 7-34.
Lacy, S., Watson, B. R., Riffe, D., & Lovejoy, J. (2015). Issues and best practices in content analysis. Journalism & mass communication quarterly, 92(4), 791-811.
Lefebvre, R. (2013). Determinants, Context, and Consequences for Individual and Social Change Social marketing and social change: Strategies and tools for improving health, well-being, and the environment. John Wiley & Sons.
Mangeli, N., Rezaei, R., & Safa, L. (2017). Effect of Customer Performance on the Relationship between Financial Performance and Entrepreneurial Marketing. Journal of Business Administration Researches, 9(17), 99-123. https://doi.org/10.29252/bar.9.17.99 (In Persian)
Mirzaei, Z., Naibzadeh, S., & Hatami Nasab, S. H. (2021). Conceptual mapping of the social marketing approach in the country's tax affairs organization. Management Research in Iran, 25(3), 170-191. (In Persian)
Mokhtari, L., Khoddami, S., & Osanlou, B. (2021). The Impact of the Experience of Gamification Marketing Activities on the Dimensions of Brand Appeal: Focusing on the Role of Brand Value. Journal of Business Management perspctive, 13(1), 184-208. https://doi.org/10.22059/jibm.2020.301937.3832 (In Persian)
Ozuem, W., Howell, K., & Lancaster, G. (2022). Exploring the relationship between integrated marketing communications and decentralised organisational structure: a heuristics perspective. Qualitative Market Research: An International Journal.
Rezvani, M., & Seiran Mehrnia, S. (2014). Structured model Consumer-based Brand Equity based on Promotional-mix elements(Case Study: Food Active Industries of Tehran). Consumer Behavior Studies Journal, 1(1), 17-31. (In Persian)
Rusta, A., & Khoye, A. (2009). Strategic management of advertising (1 ed.). Rasa Publishing. (In Persian)
Saunders, S. G., Barrington, D. J., & Sridharan, S. (2015). Redefining social marketing: beyond behavioural change. Journal of Social Marketing, 5(2), 160-168.
Sawhney, P. (2001). Value creation through enriched marketing-operations interface. Journal of operations management, 20(2), 259-272.
Šerić, M., & Mikulić, J. (2022). The impact of integrated marketing communications consistency on destination brand equity in times of uncertainty: the case of Croatia. Tourism Review.
Sheikhesmaeili, S., Nourbakhsh, S. K., & Hedari, S. (2021). Designing a model of the antecedents and consequences of Integrated Marketing Communications in the banking industry. Consumer Behavior Studies Journal, 8(1), 133-157. https://doi.org/10.35066/J040.2019.106 (In Persian)
Tata, J., & Prasad, S. (2015). CSR communication: An impression management perspective. Journal of Business Ethics, 132, 765-778.
Thomas, D. R. (2006). A General inductive approach for qualitativedata analysis. American Journal of Evaluation, 27(2).
Vanhamme, J., & Grobben, B. (2009). “Too good to be true!”. The effectiveness of CSR history in countering negative publicity. Journal of Business Ethics, 85, 273-283.
Ye, N., Kueh, T. B., Hou, L., Liu, Y., & Yu, H. (2020). A bibliometric analysis of corporate social responsibility in sustainable development. Journal of Cleaner Production, 272, 122679.
Zamandi, A. A., Hassani, M., & Galavandi, H. (2022). The Interpretive-Structural Modeling of University Social Responsibility Components to Promote Social Capital: The Case Study of Shahid Beheshti University. Social Capital Management, 9(4), 461-491. https://doi.org/10.22059/jscm.2022.348384.2341 (In Persian)
_||_Adousi, A., Farhangi, A. A., Hasangholipour, T., & Najafbeigi, R. (2021). Developing a Model for the Impact of Media on the Quality and Variety of Services Regarding Integrated Marketing Communication in Sepah Bank. Journal of Business Management perspctive, 13(3), 845-860. https://doi.org/10.22059/jibm.2021.102144.1299 (In Persian)
Alwi, S. F. S., Balmer, J. M., Stoian, M. C., & Kitchen, P. J. (2022). Introducing integrated hybrid communication: the nexus linking marketing communication and corporate communication. Qualitative Market Research: An International Journal.
Amirshahi, M., Yazdani, H., & Khan Mohammadi, M. (2011). Investigating the status of integrated marketing communications and its effective and affected factors (case study: Bank Mellat). Business Management Perspectives, 13(11), 55-72. (In Persian)
Anghelescu, H. G., Lukenbill, J., Lukenbill, W. B., & Owens, I. (2009). Acceptance of social marketing concepts by selected Romanian librarians: Culture and context. In Advances in Library Administration and Organization, 27, 123-150.
Asgari, H., Roozitalab, A., & Mansouri, A. (2021). Behavioral Analysis of Willingness to Pay Taxes (A Case Study of Semnan Industrial Town). J Tax Res., 29(49), 7-32. (In Persian)
Bashokouh, M., & Shekasteband, M. (2012). The Effect of Components of Integrated Marketing Communications on Brand Strength in Banking Industry. Journal of Business Management perspctive, 4(3), 21-42. https://doi.org/10.22059/jibm.2012.28566 (In Persian)
Batra, R., & Keller, K. L. (2016). Integrating marketing communications: New findings, new lessons, and new ideas. Journal of Marketing, 80(60), 122-145.
Beall, T., Wayman, J., D'Agostino, H., Liang, A., & Perellis, C. (2012). Social marketing at a critical turning point. Journal of Social Marketing.
Choi, S., & Powers, T. (2023). Timeless principles of social marketing communication: a comparison of the Spanish flu and COVID-19 pandemic communication in South Korea. Journal of Social Marketing, 13(1), 82-99.
Correa, E. A. J., Palacio-López, S. M., Sánchez-Torres, J. A., Martínez, L. F. G., Zapata, J. P. A., Fernández, Y. L. H., & Lopera, C. P. (2021). Effectiveness of social responsibility marketing in young millennials-Generation Y: analysis of three cases for brand positioning. Heliyon, 7(10).
Creswell, J. W. (2005). Educational Research: Planning, Conducting, and Evaluating Quantitative and Qualitative Research (2 ed.).
Degenaar, A., Fourie, L. M., & Holtzhausen, L. (2022). A Strategic Integrated Communication Framework for Child Protection Organizations in South Africa. International Journal of Strategic Communication, 16(5), 700-721.
Golob, U., Podnar, K., Elving, W. J., Ellerup Nielsen, A., Thomsen, C., & Schultz, F. (2013). CSR communication: quo vadis? Corporate Communications, 18(2), 176-192.
Gordon, R., McDermott, L., & Hastings, G. (2008). Critical issues in social marketing. The Routledge companion to nonprofit marketing, 333- 346.
Graneheim, U. H., & Lundman, B. (2004). Qualitative content analysis.in nursing research: concepts, rocedures and measures to achieve trustworthiness. Nurse Educ Today, 24(2), 98-105.
Hsieh, H. F., & Shannon, S. E. (2005). Three approaches to qualitative content analysis. Qualitative health research, 15(9), 1277-1288.
Izadparast, L., Esmaeili, M., & Manouchehri, J. (2019). The role of integrated marketing communications (IMC) in consumer buying behavior in sports books in Iran. Applied Research in Sport Management, 7(4), 11-20. https://doi.org/10.30473/arsm.2019.43284.2832 (In Persian)
Kashanipour, M., & Ghorbani, R. (2022). The Effect of Business Strategy on the Relationship Between Companies’ Social Responsibility and Value in Order to Increase Social Capital. Social Capital Management, 9(2), 155-186. https://doi.org/10.22059/jscm.2021.324814.2226
Kemper, J. A., & Ballantine, P. W. (2017). Socio-technical transitions and institutional change: addressing obesity through macro-social marketing. Journal of Macromarketing, 37(4), 381-392.
Kennedy, A. M. (2016). Macro-social marketing. Journal of Macromarketing, 36(3), 354-365.
Key, T. M. (2017). Upstream social marketing strategy: An integrated marketing communications approach. Business Horizons Journal, 60(3), 325-333.
Key, T. M., & Czaplewski, A. J. (2017). Upstream social marketing strategy: An integrated marketing communications approach. Business Horizons Journal, 60(3), 325-333.
Kim, S., & Ferguson, M. T. (2014). Public expectations of CSR communication: What and how to communicate CSR. Public Relations Journal, 8(3), 1-22.
Kitchen, P. J. (2016). Is IMC “Marketing Oriented”?. In Rediscovering the Essentiality of Marketing: Proceedings of the 2015 Academy of Marketing Science (AMS) World Marketing Congress. Springer International Publishing.
Kliatchko, J. (2005). Towards a new definition of integrated marketing communications (IMC). International Journal of Advertising, 24(1), 7-34.
Lacy, S., Watson, B. R., Riffe, D., & Lovejoy, J. (2015). Issues and best practices in content analysis. Journalism & mass communication quarterly, 92(4), 791-811.
Lefebvre, R. (2013). Determinants, Context, and Consequences for Individual and Social Change Social marketing and social change: Strategies and tools for improving health, well-being, and the environment. John Wiley & Sons.
Mangeli, N., Rezaei, R., & Safa, L. (2017). Effect of Customer Performance on the Relationship between Financial Performance and Entrepreneurial Marketing. Journal of Business Administration Researches, 9(17), 99-123. https://doi.org/10.29252/bar.9.17.99 (In Persian)
Mirzaei, Z., Naibzadeh, S., & Hatami Nasab, S. H. (2021). Conceptual mapping of the social marketing approach in the country's tax affairs organization. Management Research in Iran, 25(3), 170-191. (In Persian)
Mokhtari, L., Khoddami, S., & Osanlou, B. (2021). The Impact of the Experience of Gamification Marketing Activities on the Dimensions of Brand Appeal: Focusing on the Role of Brand Value. Journal of Business Management perspctive, 13(1), 184-208. https://doi.org/10.22059/jibm.2020.301937.3832 (In Persian)
Ozuem, W., Howell, K., & Lancaster, G. (2022). Exploring the relationship between integrated marketing communications and decentralised organisational structure: a heuristics perspective. Qualitative Market Research: An International Journal.
Rezvani, M., & Seiran Mehrnia, S. (2014). Structured model Consumer-based Brand Equity based on Promotional-mix elements(Case Study: Food Active Industries of Tehran). Consumer Behavior Studies Journal, 1(1), 17-31. (In Persian)
Rusta, A., & Khoye, A. (2009). Strategic management of advertising (1 ed.). Rasa Publishing. (In Persian)
Saunders, S. G., Barrington, D. J., & Sridharan, S. (2015). Redefining social marketing: beyond behavioural change. Journal of Social Marketing, 5(2), 160-168.
Sawhney, P. (2001). Value creation through enriched marketing-operations interface. Journal of operations management, 20(2), 259-272.
Šerić, M., & Mikulić, J. (2022). The impact of integrated marketing communications consistency on destination brand equity in times of uncertainty: the case of Croatia. Tourism Review.
Sheikhesmaeili, S., Nourbakhsh, S. K., & Hedari, S. (2021). Designing a model of the antecedents and consequences of Integrated Marketing Communications in the banking industry. Consumer Behavior Studies Journal, 8(1), 133-157. https://doi.org/10.35066/J040.2019.106 (In Persian)
Tata, J., & Prasad, S. (2015). CSR communication: An impression management perspective. Journal of Business Ethics, 132, 765-778.
Thomas, D. R. (2006). A General inductive approach for qualitativedata analysis. American Journal of Evaluation, 27(2).
Vanhamme, J., & Grobben, B. (2009). “Too good to be true!”. The effectiveness of CSR history in countering negative publicity. Journal of Business Ethics, 85, 273-283.
Ye, N., Kueh, T. B., Hou, L., Liu, Y., & Yu, H. (2020). A bibliometric analysis of corporate social responsibility in sustainable development. Journal of Cleaner Production, 272, 122679.
Zamandi, A. A., Hassani, M., & Galavandi, H. (2022). The Interpretive-Structural Modeling of University Social Responsibility Components to Promote Social Capital: The Case Study of Shahid Beheshti University. Social Capital Management, 9(4), 461-491. https://doi.org/10.22059/jscm.2022.348384.2341 (In Persian)